To create excitement around the 150 new products you can now buy at Aldi. The company wanted to engage with both new and existing customers to build maximum awareness and help its brand stand out from its competitors.
Aldi had traditionally only used radio for display airtime advertising – but we persuaded them to look at branded content for the first time. We felt that this approach would create a greater market presence for the company, helping it to really engage with both new and existing customers.
With the aim of entertaining and enlightening the breakfast show listeners of Bauer City Network’s 13 stations, including Magic 105.4, we created the Aldi Checkout Challenge, a Generation Game-style competition. Uniquely tailored to Aldi and its products, the aim was for it to be enjoyed by both the competitor and the broader audience at home.
This two-week campaign enjoyed five days of pre-promotion to capture listeners’ attention, then a further five days of competition rounds. Using Peter Dickson, better known as the voice of The X Factor, the on-air caller then listened to 10 new Aldi products being put through a supermarket checkout before being given 20 seconds to repeat back as many items as possible. If successful, the lucky listener then won vouchers to spend in their local Aldi store.
Thanks to the bespoke production of the competition rounds, from sound effects to a celebrity voice-over to competition beds, this campaign not only stood out on air, it was also highly engaging for the listener.
To support the on-air activity further, we also created a bespoke Aldi online page to host all of the company’s key messages and give further information on the new products on offer. From this page consumers could interact further by entering an additional online competition to win a hamper of Aldi goodies. Social media was also used to further build awareness and drive listeners to take part.